What does a Digital Marketer do

Are you considering studying Marketing or simply curious about what goes on behind those Instagram ads or viral TikTok campaigns?

Unpack what Digital Marketers do, what skills they need and how you could become one.

What is a Digital Marketer?

Think of a Digital Marketer as the person who links a business and its audience to the online world.

They’re the people who make sure you see that perfect ad on YouTube just before your favourite video starts, or who craft witty social posts that tempt you to hit “add to cart”.

So, what is a Digital Marketer exactly? Put simply, a Digital Marketer uses online channels to promote products, services or brands. These channels include social media, email, websites, search engines, video platforms and any other space where people spend their time online.

Why does digital marketing matter so much? The way people shop, communicate and seek entertainment has changed dramatically. Businesses have to show up where their customers are spending time, which is increasingly online.

Activities and tasks of a Digital Marketer

But what do Digital Marketers do all day? The truth is, it’s a mixed bag. That’s one of the reasons it’s such a fun job.

Here’s a snapshot of some key activities you would do as a Digital Marketer:

• Creating digital campaigns: Digital Marketers plan and launch campaigns designed to achieve specific goals, whether that's to boost brand awareness, drive traffic to a website or increase sales.
• Content creation: From writing blogs to filming Reels, you’d be creating content that informs, entertains or persuades an audience.
• Managing social media: Post and reply to comments and analyse what’s working on platforms like Instagram, TikTok, Facebook, LinkedIn and others.
• Search engine optimisation (SEO): Work on getting a website to rank higher in search engine results, making it easier for customers to find.
• Pay-per-click (PPC) advertising: Run ads on Google or social platforms, managing budgets and keywords to get the best return on investment.
• Email marketing: You’ll craft emails that keep subscribers interested and encourage them to take action, such as making a purchase.
• Analytics and reporting: Digital Marketers constantly check data to measure success, spot trends, and decide what to try next.

Beneath all of these activities is strategy.

A Digital Marketer doesn’t just jump in and start posting content. Instead, they develop a plan that aligns with the business’s goals, defines the target audience, and sets clear objectives. This might involve audience research, choosing the right channels, allocating budgets and creating a content calendar.

So, what is the job of a Digital Marketer? There’s a lot of variety, but there’s always a balance of creative, analysis, technical, and strategy.

Essential skills for digital marketing

Digital marketing might sound like all fun and creativity, but there’s plenty of skill involved behind the scenes. So, what skills do you need for digital marketing?

Here’s what you need to add to your toolkit:

• Creativity: Great ideas, catchy headlines, memorable visuals. Creativity fuels campaigns that stand out.
• Writing skills: Clear, engaging writing is essential, whether you’re writing a tweet or a long-form article.
• Technical knowledge: Understand tools like Google Analytics, ad platforms and content management systems.
• SEO and PPC know-how: Know how search engines work and how to manage paid advertising so that you can drive traffic and results.
• Social media expertise: Platforms change constantly. Keep up with trends and know how to create content that resonates.
• Analytical skills: Data is at the heart of digital marketing. Look at website traffic, engagement rates and conversion numbers to assess what’s working and what needs tweaking.
• Adaptability: Digital trends move fast. Being open to learning new tools and techniques is vital.

Analytical skills is a game-changer. Data will help you understand your audience’s behaviour, measure success, and make smart decisions. For example, spotting that a particular keyword is bringing lots of website traffic might prompt a business to produce more content around that topic.

> Top 7 digital marketing skills that a Digital Marketer needs

Career prospects in digital marketing

Digital marketing offers a brilliant range of career paths, making it one of the more flexible and exciting fields around.

Some common digital marketing roles include:

• Digital Marketing Coordinator: This is often an entry-level position focused on supporting campaigns and handling day-to-day tasks.
• Content Marketer or Content Strategist: Specialise in creating and managing content strategies.
• Social Media Manager: Look after brand presence on social platforms, from content to community engagement.
• SEO Specialist: Focuses on helping websites rank higher in search engine results.
• PPC Specialist: Manage paid advertising across platforms like Google or Facebook.
• Email Marketing Specialist: Create email campaigns designed to engage audiences and drive results.
• Digital Marketing Manager: Oversee strategy, teams and budgets across different channels.

Career progression in digital marketing can take many paths.

Some Digital Marketers choose to specialise deeply in one area, like data analytics or paid ads, while others prefer to stay more general. The good news is there are so many options within the broader field of marketing.

And how much do you get paid for digital marketing? Salaries vary depending on experience, location and specialisation. In Australia, entry-level digital marketing roles often start around $65,000, while senior specialists and managers can earn above $130,000 annually.

How to become a Digital Marketer

If all this sounds like your vibe, you’re probably keen to know how to become a Digital Marketer. The good news is there’s no single path.

Digital marketing is one of those careers where your personal interests and experiences can really shine through.

Here’s a simple roadmap:

1. Learn the basics

Start exploring the core areas of digital marketing: social media, content, SEO, PPC and analytics. Free online resources, blogs and webinars are a great place to begin.

2. Study a relevant qualification

Formal education is an excellent way to build strong foundations and stand out to employers. A Marketing course will cover digital marketing alongside broader marketing principles, giving you a solid platform for any role. We recommend starting with a Diploma then continuing on to a Bachelor’s once you get a feel for the areas of marketing you enjoy the most.

3. Build practical experience

Practical skills matter. Work on your own projects, volunteer, or apply for internships. Running your own blog or social account can be a great way to show what you can do.

4. Master digital tools

Familiarise yourself with tools like Google Analytics, Facebook Business Manager, email marketing platforms and SEO tools.

5. Stay curious and keep learning

Digital marketing evolves constantly. Subscribe to industry newsletters, join online communities and keep experimenting with new techniques.

6. Develop a portfolio

Showcase your work, whether that’s blog posts, social media content, reports or campaign results. A portfolio helps potential employers see your abilities in action.

Studying digital marketing as part of a broader Marketing degree helps you understand strategy, branding, consumer behaviour and other areas that make a professional marketer truly effective.

Digital marketing could be your ticket to an exciting career. Whether you’re keen on writing, numbers, design or strategy, there’s a place for you in this dynamic field.

Information is current as of July 2025